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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Chapter 3. Tracking beyond the Click

In this chapter, we will cover the following:

  • Linking AdWords to Google Analytics
  • Creating a conversion goal in AdWords to track leads or sales
  • Importing goals from Google Analytics into AdWords
  • Verifying that conversion tracking is working
  • Analyzing how long it takes to convert customers
  • Analyzing assist clicks and impressions
  • Analyzing AdWords data in Google Analytics
  • Analyzing time on site data and bounce rates

Introduction

This chapter discusses how to set up your account to track past the click, in order to truly understand the returns you are getting from your advertising efforts. For most of you, simply bringing visitors to your website will not be the end goal. You'll likely want those visitors to purchase a ...

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